004 - Why Online Marketing is BROKEN
It's time to choose a different way of making sales online.
In September of 2014 I felt like I was on top of the world.
I had just started working with an online ministry and with a bit of marketing "judo", I had brought them in $48,000 in sales in 5 days. Since they had only done about $36k in sales that whole previous year, this was a BIG deal.
This was it.
This was how I would get "rich".
However, there was a couple problems.
First off, since we only focused on getting sales, we broke a lot of trust in the relationships this ministry had built over the previous 10+ years.
Second, only a SMALL percentage of people that purchased the offer actually logged in to consume the course they purchased. (The industry standard is a WHOPPING 3% of people who complete a course they purchase.)
So, we were selling something that wasn't making a lick of difference.
And since I was in ministry school learning how to love people, the whole promotion just didn't feel right.
On top of that, the minister made a vow that we would NEVER do a promotion like that again.
It was too icky.
Taking all of this in, I knew that there HAD to be a better way.
I went back to the drawing board to RETHINK marketing from the ground up.
So, I went where I always go when I want revelation - the Bible.
What I found was exhilarating.
Jesus is the perfect MODEL of how we're created to do life.
This includes the way we do business.
When Jesus built His ministry He didn't even try to do it. He simply showed up demonstrating the goodness of God, and it resulted in the miraculous.
This caused people to talk.
And when they talked, they became curious. They wanted more.
So, they followed Him... EVERYWHERE.
He would teach the people and they'd leave full of life.
In ONLY three years, Jesus turned the world upside down and created the biggest movement the world has ever seen... ALL WITHOUT REALLY TRYING TO.
That's really the core difference between how Jesus did marketing and how we're taught to do marketing from the "gurus".
There's an ease to it.
A flow - like you're floating down a river on a hot summer day without a care in the world.
And the river takes you to your destination, WITHOUT ANY EFFORT of your own. You just showed up with the raft and positioned yourself to float.
Sounds almost too good to be true, doesn't it.
However, it's how you're actually created to live and work.
Hebrews 4:10 "For whoever has entered God's rest has also rested from his works as God did from his."
Let's break down the TWO different systems of doing marketing online.
THE WAY OF THE WORLD:
This is what EVERY "Direct-Response" Marketer tends to do.
1. The Foundation
The foundation is always identity. In the way of the world, this identity is based on your ability to create it.
This is why they say you have to "fake it until you make it" to get ahead. And your confidence is constantly fluctuating - since it's based on how you feel.
2. The Motivation
The motivation of MOST (if not all) of online marketing is one of greed. Everyone is after the next dollar. It's their Lord and Savior.
It controls everything they do. They're bound to it. And they usually don't care what they need to do to get it.
3. The Vehicle
Since, greed is the motivation, the vehicle to get a result is on the same level - it's manipulation & control.
They manipulate to get their way and use control to get people to buy. On the outside, they may seem like sheep, but they're wolves who are simply acting like sheep to get more of WHAT THEY WANT (selfishness).
4. The Result
The result is always unfavorable. Some may "taste" of what they want, but they are always left wanting for more - like the carrot on the stick.
Many experience anxiety, stress, and burnout.
In fact, I've been in contact recently with one of the founders of what used to be the biggest consulting company in the online high-ticket space. If I remember correctly, they did close to $90M in sales in 2020 (or 2021).
But, they basically lost it all and are now going through multiple lawsuits where they could lose even more.
Simply put - "there is a better way!"
THE WAY OF THE KINGDOM:
This is how you're actually created to live.
1. The Foundation
The foundation of identity in the Kingdom is formed by what God thinks about you, not your own ability to create it.
This means you simply get to agree with what God says and you can skip the "fake it until you make it" part.
Plus, since your confidence is based on Him, it doesn't need to change according to you feelings. You simply recognize that HE completes you & your confidence is back.
2. The Motivation
From this identity, your motivation shifts from greed to compassion.
Like Jesus, you are "moved by compassion" for the people that you're called to serve.
Whether you have much or little, you don't care, because you're already satisfied. Money doesn't control you or really anything else.
Instead, you're free!
3. The Vehicle
Because you're living from satisfaction, your vehicle of change is goodness.
Like Jesus, you simply desire to give people the best thing you can give them in the moment.
Therefore, in every part of your marketing (from your offer to your funnel) you take time to truly serve the people with the BEST thing for them.
4. The Result
The result is incredible favor and influence. People want to be around you. You make them feel alive.
And, since you didn't focus on selling them, they WANT to share what you're doing with others.
It's funny, because, with this NEW way, you'll actually make MORE money. Wealth is attracted to you because it follows impact and favor.
Proverbs 13:22 "And the wealth of a sinner is stored up for the righteous."
As you can see, these TWO WAYS are complete opposites.
One is out of divine alignment and results and all kinds of messes.
The other is in divine alignment and results in a blissfulness of doing business that feels good and creates massive impact.
Choose the way you want to do it.
For me, I choose the Kingdom way.
Which way do you choose?
P.S. On May 22-26, I'm going to be going LIVE in the Break-Away Marketing Challenge where we'll break down this NEW way of marketing and help you apply it to your business.
AUTHOR: Justen Miller
Have you ever expressed yourself in a way where the people around you came alive in some way? That's what moves my life. I love seeing people come alive while giving them a simpler, more joyful perspective on life and business. That's what this newsletter is all about.
Thanks for reading!
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